Are you one of those people who want to turn their social insights into social impact? Well, if you are. Welcome to this blog! I mean, in any case who doesn’t want to be able to impact people with their ideas? What should you do to impact people? Communicate! What is the purpose of communication? It is to be able to understand each other. How can you achieve understanding? Simple, very simple… can you guess? Here we go…..
Yes! It is that simple!
Just listen to your customers and you will be in a better place to help them. As we are discussing about organizations, we are going to have to listen to an abundant number of people. That’s where “social listening” comes into picture. Take a quick look at these statistics, before we begin to dig deep into social listening and its importance…
- 25% of smartphone owners between 18-44 can’t recall the last time their smartphone wasn’t next to them
- Around 46% of web users turn to social media for making a purchase
- 60% say that the integration of social networks makes them more likely to share product / service reviews
- 48% of online consumers absolutely expect companies to listen
- 32% of consumers have no idea what brands are
You may ask “what is social listening”?
Social listening is the process of monitoring digital conversations to understand what customers are saying about a brand and industry online. If you want to get the general consensus for your brand or a specific campaign, social media is the place to go. But it only works if you actively pay attention to what people say.
Now that you know what social listening means, let us find out how social listening can help turn your business insights to business impact….
There is no end to learning about your customer and hence there is no end to social listening:
You must listen more to learn more. Do not wait for any crisis for you to collect the data. Learning about how your customers feel about your brand will yield you with necessary information that will help you with formulating strategies for marketing and product development.
Social learning helps you with understanding the “why?”
Understanding why the customers have a bad or good sentiment towards your brand is very important for you! You want to optimize the good sentiment and minimize the bad sentiment. When there is a sudden shift of how people feel about your brand, you obviously want to dig deep and find the reason for it. How can you do it? SOCIAL LISTENING!
Look for content trends:
Social listening helps you to understand the trends that work well with content relating to your brand and you will be in a better place to produce the content that is more likely to appeal to your audience.
Listen to their pain points:
The best advantage of social listening is that through this technique you can learn and find out about the problems people face and about their business pain points, it will help you to come up with the solutions that will directly address their pain points.
Take a look at the content your audience share:
When you take a look at the content that your audience shares on their Social Media platforms, you can find out about their needs and use it as an opportunity and come up with content that will be relatable to them!
Capitalize on your User-generated blogs:
By asking your customers to post pictures or quotes that promote your brand, you are not just able to enhance your customer relationship but are also promoting your brand.
Keep track of the complaints that you receive from your existing customers:
You can go through the different types of complaints that your existing customers have and form a trend and come up with different strategies to cater to the needs of your customers and improve the quality of your service.
Look for the not-so-obvious trends:
Do not track only the obvious trends, look beyond the surface. Social listening goes beyond social monitoring. Track what your target audience talks about your competitor’s products/ service, keep yourself updated with new products and recent happenings
Use the data:
Collecting data in itself will not do anything! You have to use that data and come up with strategies that will help you impact and influence your target audience.
Content that will appeal to your audience:
When you observe the different trends of your audience and existing customers you will have a strong base for development and growth. You are in place where you will be able to figure what appeals most to the audience.
As your business grows, the scope of social listening grows as well:
As the business grow, you will have more audience and variety of other different problems that they might be facing. Along with strong social listening it is important to make the optimum utilization of the technology and the data that you are able to collect through social listening.
Take a look at how different brands respond to their customer’s queries, feedbacks, complaints, etc.
Keep your game strong, be aware and up-to-date! Respond positively and genuinely and be interested to help! Your customers will thank you for it!